MANAGEMENT. 27. 27. : MANAGEMENT. Management. Name of s

all instructions are written in the attached sheet. BUT , my two assignments should be linked together ! so assignment 1 should be 2000 words, and it has 50% and for assignment 2 it should be 3500, and it has another 50%. so total will be 100% for both and assignment 1 should be submitted by 25th of July and assignment 2 should be submitted by 29th July

Running head: MANAGEMENT
Management
Name of student
Name of University
Author Note

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Table of Contents
Chapter 3: Research methodology.............................................................................................3
3.0 Introduction......................................................................................................................3
3.1 Research design................................................................................................................3
3.2 Research approach............................................................................................................4
3.3 Research questionnaire.....................................................................................................5
3.4 Sampling method..............................................................................................................6
3.5 Data collection method.....................................................................................................6
3.5 Analysis of data................................................................................................................6
Analysis and interpretation.................................................................................................7
Timeline...................................................................................................................................17
References................................................................................................................................18

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Factors influencing online shopping enjoyment for cosmetics among women in Bahrain
Chapter 3: Research methodology
3.0 Introduction
The research methodology is an integral part of the research that allows for the
assessment of various research methods, design and philosophies followed to derive the best
possible results. The research methodology would also include the various ways and
approaches of collecting data and information about the topic “Factors influencing online
shopping enjoyment for cosmetics among women in Bahrain” and also use the collected data
and information in the form of numerical data for further analysis and interpretation (Kumar,
2019). The methods and approaches are followed for determining the link between the
variables, furthermore assess the factors that are associated with the influence of customers
regarding the online shopping within the cosmetics industry in Bahrain. A research
questionnaire included few questions asked to the respondents for gathering their responses
and views and ensure analysis of these data for establishing a good link between the variables
(Silverman, 2016). The collection and analysis of data and information are also included in
the research methodology, furthermore manage value and ethic along with focus on
maintaining the reliability and validity of the research too. Considering the fact that it is a
primary research, the mixed methods research has to be selected for conducting the research
appropriately and derive accurate results (Taylor, Bogdan & DeVault, 2015).
3.1 Research design
There are different types of designs followed for conducting the research and to
derive good results all throughout. The designs of research are selected on the basis of
qualitative and quantitative research methods that allow for generating a plan required to gain
a suitable answer to the question proposed in the research, furthermore ensure meeting the

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research goals and objectives with ease and efficiency (Flick, 2015). The research designs
could be exploratory, explanatory or descriptive designs and the selection of the most
appropriate design should allow for exploring various research related aspects and focus on
improving the certain areas of the research with efficiency. The exploratory research design
though does not enable delivering conclusive answers to the questions and this might make
the researcher understand about the research prospects much more easily by following this
research design though one of the drawback of this research design is that it does not provide
any conclusive evidence to the questions framed in the research. The researcher could also
change the entire direction followed to conduct the research though according to, the
evidences acquired for facilitating the research process effectively (Ponelis, 2015). The
exploratory research design provides generalised data and information, which can allow for
gaining insight about a specific situation, furthermore ensure collection of open ended data
and information though the sample size should be smaller and the data analysis tend to be
informal. This kind of research design could also allow the researcher to identify the issues
faced by the organisation, furthermore, identify the areas for potential growth and
development along with undertaking alternative courses of actions by prioritising on the
statistical research data and information (Creswell & Poth, 2017).
The explanatory research, on the other hand, prioritises on the cause as well as
impacts of the research, which should allow for generating new ideas and ensure that the
various aspects of research are communicated properly and linked with each other (Franck,
2013). The explanatory research design is not suitable unless it allows the researcher to gain a
proper understanding about what should emerge in the future for determining the validity and
reliability of the research. As stated by Guest (2013), the descriptive design of research could
be a reliable option because of the huge amount of data and information acquired with the
help of conducting online surveys and thus the results tend to be conclusive in nature.

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Because of the quantitative nature of the research design, it further allows for pre-planning
along with presented a structured design that could ensure collection of data and information
in a statistical format. This kind of research design, according to Nassaji (2015), could enable
defining the attitudes, behaviours and opinions of individuals who have taken part in the
research and have been allowed to speak on a particular research subject. The responses of
the individuals could also be beneficial for gaining insight on the various issues, furthermore,
present the responses of individuals in groups for making effective choices and deliver
statistically inferable data and information with ease and efficiency (Nassaji, 2015). The
importance or significance of the outcomes are identified easily, which further could ensure
describing the research in a detailed manner, No prior assumptions are made, rather the
descriptive research design has focused on the ‘what' and ‘how' aspects and not the ‘why'.
Due to this, the descriptive research design is not uncertain and unpredictable, which further
allowed gaining in-depth understanding of the research related aspects, thereby, linked the
variables of research effectively and facilitated the learning and development procedures too.
The dependent variable is the online shopping enjoyment among the women shoppers, which
has been dependent upon the various factors such as brand image, price, place and other
factors, considered as independent variables (De Vaus & de Vaus, 2013). Therefore, a
positive impact is created on the dependent variable with the consideration of independent
variables, i.e., the various factors associated with the influence of online shopping. Due to
this, the descriptive research design is the most suitable research design followed to conduct
the research appropriately and with reliability.
3.2 Research approach
There are basically two different kinds of approaches for conducting the research
including the inductive and deductive research approaches. The inductive research allows for
generating theories, ideas and concepts based on the observations made from the

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observations, furthermore focus on being research oriented and explore new concepts and
ideas with ease and efficiency. The inductive research approach also allows for determining
the process associated with the observations of a specific phenomenon and then come to a
conclusion while the deductive approach to research allows for the application of general
theories and concepts to a specific case, thus, allowing to test the hypothesis of the research
effectively too (Sekaran & Bougie, 2016). The deductive research approach could also
identify the area of broad problem and then present a statement of the problem, which should
assist the researcher to develop and test hypothesis, furthermore determine the most accurate
measure along with facilitating the processes of collection and analysis of data to present the
findings of the research accurately (Teherani et al., 2015). While the inductive research
approach could be essential for the formulation of new ideas, theories and concepts, the
deductive research approach has been focused on the validation of research and considered
the existing ideas, theories and concepts, which has been beneficial for accomplishing the
goals and objectives of the research effectively. The existing ideas, theories and concepts
have been validated, which suggested that the deductive approach to research is appropriate
and effective for the field of study during the research (Creswell & Creswell, 2017). As the
research has been based on the goals and objectives set for the research, so the inductive
research approach has been ignored in this case and thus, the deductive research approach has
been the most suitable approach followed to conduct the research in an appropriate manner.

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3.3 Research questionnaire
The research questionnaire has been framed with the inclusion of ten questions that are
directed to the respondents. The questionnaire must be filled by them, which allows for
gathering quantitative data and information, which are to be analysed and interpreted at the
later stages while conducting the research (Zhu, 2014). The research questionnaire consisting
of the questions are as follows:
1. How often do you make online purchase of cosmetics products?
2. Is it true to believe that the female customers in Bahrain are satisfied with the online
shopping of cosmetics products and gained a positive buying experience?
3. Does the price factor play a major role in influencing the online shopping behaviours
among the customers?
4. The availability of variety of products online also influence the buying behaviours of
customers and encourage them to make purchases

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5. The availability and convenience of product usage also are considered as important
factors for influencing the consumer buying behaviours
6. The behaviours of women shoppers are also influenced, post purchases of cosmetic
products and based on their level of satisfaction
7. The use of ecommerce has benefited the businesses to enhance the brand image and
awareness among the clients, which influence their buying behaviours too
8. The online shopping enjoyment has made many consumers gain the trust and loyalty
towards the brand
9. Accessibility to the products and services by the consumers also acts as a great
platform to acquire new customers and retain the existing ones too towards online
shopping
10. The online shopping experience has been facilitated with the use of social media
marketing tools as well within the cosmetics industry
3.4 Sampling method
The sampling method and techniques selection is considered as a major component of
the research methodology chapter, which enables selection of right sample size and ensure
collection of data, required to analyse and interpret afterwards for deriving good conclusions
in the end. Based on the mixed methods of the research, both the probability and non-
probability sampling methods and techniques have been considered here as effective to
collect the quantitative and qualitative data and information (Antwi & Hamza, 2015). The
sampling methods need to be carefully selected for the proper collection of data and
information, furthermore maintain the accuracy and validity of the research with the
acquisition of right information and data. To ensure collection of quantitative data, the
probability sampling method has been selected, which includes the random sampling

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technique. With the use of random sampling method, a specific group of population is
selected from a large heterogeneous group of people (Etikan, Musa & Alkassim, 2016).
Considering the fact that large sample size selection could result in complexities, a relatively
smaller size has been chosen, i.e., 20 customers and 3 managers of the organisations within
the cosmetics industry of Bahrain. The random selection of the probability sampling method
has favoured the collection of quantitative data. The non-probability sampling has been used
for the purpose of drawing qualitative data and information in the form of responses by the
managers of the organisation (Singh & Masuku, 2014). The non-probability convenient
sampling has helped in arranging a suitable time for the managers based on their convenient
time from their busy schedule. This has helped the researcher to conduct interview with the
manager based on the convenient time allotted for the interview, furthermore allowed the
manager to provide own opinions, views and ideas regarding he research subject without any
biasness (Sedgwick, 2013).
3.5 Data collection method
As it is a primary research and the mixed methods are considered while conducting
the research, so both the primary and secondary data are to be collected. The primary data
constitutes both qualitative and quantitative data and information while the secondary data
includes various sources like journals, articles, documents, newspapers and internet websites
from which, the data and information are gathered. The quantitative data are the responses
provided by the respondents included in the research in the form of numerical data, which has
later been forwarded for statistical analysis and interpretation of data too (Palinkas et al.,
2015). The survey process has been conducted with the help of distributing the survey
questionnaires to the respondents consisting of the questions having multiple choices or
options to choose from, which were filled by the individuals without any bias. The
respondents provided their responses in the questionnaire, which were considered as

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quantitative data while the qualitative data and information was obtained in the form of
responses and views of the managers of the organisation (Csikszentmihalyi & Larson, 2014).
The managers were engaged during the interview session, who had been called in during the
interview session and open ended questions were asked to them. The secondary data and
information, on the other hand, have been collected with assessment of various secondary
sources of data including the journals, articles, documents, newspaper and internet websites
containing data and information relevant to the research topic (Cleary et al., 2014). This is
how the collection of data has been done for accomplishing the research in an effective way
and with much ease and efficiency.
3.5 Analysis of data
The analysis of data and information collected is essential for the interpretation of
results and to derive the most positive outcomes of the research. The data and information
collected can be analysed with the use of SPSS tool and also by using the Survey Monkey
tool to analyse and interpret the numerical data, furthermore, ensure interpretation of results
and ensure that the objectives are met properly (Flaherty et al., 2015). With the analysis of
quantitative data, the percentage of positive responses and negative responses are acquired
which represented the findings and have been represented in the form of tables, graphs,
diagrams and charts. The qualitative data and information have been analysed and interpreted
by presenting the responses of the managers in question answer format for easily
understandable by the researcher (Mihas, 2019). The secondary data have been analysed with
the use of case study analysis and also by framing the literature review section, which also
maintained the validity and reliability of the research with ease and efficiency. To ensure
accuracy of data and information during the collection and analysis, the questionnaires are
checked for reliability and validity with the utilisation of Cronbach’s Alpha measurement
(Treiman, 2014).

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Analysis and interpretation
How often do you make online purchase of cosmetics products?
ANSWER CHOICES– RESPONSES–
–
Very likely
55.00%
11
–
Likely
30.00%
6
–
Neither likely nor unlikely
5.00%
1
–
Unlikely
10.00%
2
–
Very unlikely
0.00%
0
TOTAL 20
Analysis – From the survey response, it is found that most of the respondents, i.e., 17 out of
20 respondents have agreed to the fact that they make online purchases frequently, which has
also raised their level of satisfaction with the online purchases of cosmetics products in
Bahrain. Only 2 out of 20 respondents all in the unlikely category, who provided negative
response while just one respondent remained neutral in the response. Therefore, most of the
responses are positive, which represent that the online purchases of products have been a
convenient way of shopping for the women shoppers all over.

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Is it true to believe that the female customers in Bahrain are satisfied with the online
shopping of cosmetics products and gained a positive buying experience?
ANSWER CHOICES– RESPONSES–
–
Strongly agree
31.58%
6
–
Agree
42.11%
8
–
Neither agree nor disagree
5.26%
1
–
Disagree
10.53%
2
–
Strongly disagree
10.53%
2

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ANSWER CHOICES– RESPONSES–
TOTAL 19
Analysis - From the analysis of the survey results, it has been found that 6 and 8 out of 20
respondents, i.e., 14 out of the 20 respondents have agreed to the statement and believed that
the women shoppers have been satisfied with the online shopping because of the ease of
accessibility to the products and convenience in acquiring the products. 4 out of 20
respondents have provided negative responses, which is quite lower when compared to the
positive responses. Thus, it could be analysed and interpreted that the women shoppers have
been satisfied with the purchases of cosmetics products online.
Does the price factor play a major role in influencing the online shopping behaviours
among the customers?
ANSWER CHOICES– RESPONSES–
– 30.00%

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ANSWER CHOICES– RESPONSES–
Very likely
6
–
Likely
40.00%
8
–
Neither likely nor unlikely
15.00%
3
–
Unlikely
15.00%
3
–
Very unlikely
0.00%
0
Total Respondents: 20
Analysis - Based on the survey results, it is clear that the positive responses outweighed the
negative responses as most of the respondents, i.e., 14 out of 20 respondents believed that
pricing of products play a major role in influencing the buying behaviours of consumers
online. 3 out of 20 respondents remained neutral in their responses while 3 out of 20 of the
respondents also provided negative responses as they did not believe the fact that pricing has
been a major contributing factor to the influence of online buying behaviours among the
clients. Therefore, the negative responses are quite lower than the positive responses, which
indicate the statement to be true and accurate.

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The availability of variety of products online also influence the buying behaviours of
customers and encourage them to make purchases
ANSWER CHOICES– RESPONSES–
–
Strongly agree
36.84%
7
–
Agree
31.58%
6
–
Neither agree nor disagree
0.00%
0
–
Disagree
10.53%
2
–
Strongly disagree
21.05%
4

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ANSWER CHOICES– RESPONSES–
Total Respondents: 19
Analysis – Based on the survey result, it can be understood that out of 20 respondents
selected as samples for the collection of data and information, most of the responses are
positive and it has been recorded from 13 respondents. The remaining 6 out of 20 respondents
disagreed to the fact and did not believe the statement to be true or factual that making a
variety of products available online is not always essential for influencing the customers’
buying behaviours.
The availability and convenience of product usage also are considered as important
factors for influencing the consumer buying behaviours
ANSWER CHOICES– RESPONSES–
– 26.32%

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ANSWER CHOICES– RESPONSES–
Strongly approve 5
–
Approve
36.84%
7
–
Neither approve nor disapprove
26.32%
5
–
Disapprove
0.00%
0
–
Strongly disapprove
10.53%
2
TOTAL 19
Analysis – According to the survey results, the majority of responses has been positive, i.e.,
12 out of the 20 respondents fall in approve and strongly approve categories while the
negative responses have been recorded as quite lower. Only 2 out of the 20 respondents
responded negatively while a majority of response can be seen in the neutral category where
5 out of 20 respondents remained neutral in their responses and do not either agree or
disagree to the concerned statement.

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The behaviours of women shoppers are also influenced, post purchases of cosmetic
products and based on their level of satisfaction
ANSWER CHOICES– RESPONSES–
–
Strongly agree
26.32%
5
–
Agree
31.58%
6
–
Neither agree nor disagree
15.79%
3
–
Disagree
5.26%
1
–
Strongly disagree
21.05%
4

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ANSWER CHOICES– RESPONSES–
TOTAL 19
Analysis – From the analysis of the survey data and information, a majority of responses are
positive considering the fact that 11 out of the 20 respondents agreed to the statement
whereas only out of the 20 respondents fall in the disagree and strongly disagree categories,
which denote that the negative responses are lower than the positive responses. Only 3 out of
the 20 respondents remained neutral in their responses.
The use of ecommerce has benefited the businesses to enhance the brand image and
awareness among the clients, which influence their buying behaviours too
ANSWER CHOICES– RESPONSES–
–
Very likely
30.00%
6
– 55.00%

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ANSWER CHOICES– RESPONSES–
Likely
11
–
Neither likely nor unlikely
5.00%
1
–
Unlikely
5.00%
1
–
Very unlikely
5.00%
1
Total Respondents: 20
Analysis - According to the survey data analysis, it could be interpreted that a higher
percentage of responses are positive because of the highest numbers of individuals, i.e., 17
out of the 20 respondents have believed the fact that ecommerce has benefited the businesses
by creating greater outreach to the clients, which further resulted in higher brand awareness
and thereby influenced the behaviours of consumers to make purchases online. The negative
responses are low, i.e., only 2 out of 20 respondents provided negative response, which has
been much lower to the positive responses acquired during the survey process.

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The online shopping enjoyment has made many consumers gain the trust and loyalty
towards the brand
ANSWER CHOICES– RESPONSES–
–
Strongly agree
30.00%
6
–
Agree
30.00%
6
–
Neither agree nor disagree
0.00%
0
–
Disagree
25.00%
5
–
Strongly disagree
15.00%
3

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ANSWER CHOICES– RESPONSES–
TOTAL 20
Analysis – From the survey results, here also the positive responses provided by the 12
respondents out of 20 respondents outweighed the negative responses provided by 8
respondents out of 20 respondents. Here the majority of negative responses is slightly on the
higher side, though lesser than the positive responses, which also represents the fact that
online shopping experience has also enhanced the trust and loyalty among customers
regarding the brand.
Accessibility to the products and services by the consumers also acts as a great platform
to acquire new customers and retain the existing ones too towards online shopping
ANSWER CHOICES– RESPONSES–
–
Strongly approve
35.00%
7

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ANSWER CHOICES– RESPONSES–
–
Approve
45.00%
9
–
Neither approve nor disapprove
0.00%
0
–
Disapprove
10.00%
2
–
Strongly disapprove
10.00%
2
TOTAL 20
Analysis – From the survey results, most of the responses are positive, which represent he
fact that accessibility to the products largely influenced consumers to make purchases as they
do not have to visit the store, rather they could sit at home and place orders, based on which,
the product would be delivered at their doorstep.

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The online shopping experience has been facilitated with the use of social media
marketing tools as well within the cosmetics industry
ANSWER CHOICES– RESPONSES–
–
Strongly agree
45.00%
9
–
Agree
25.00%
5
–
Neither agree nor disagree
5.00%
1
–
Disagree
20.00%
4
–
Strongly disagree
5.00%
1

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ANSWER CHOICES– RESPONSES–
TOTAL 20
Analysis – According to the survey data analysis, it could be interpreted that 14 respondents
out of 20 of them reacted positively while only 5 out of the 20 respondents responded
negatively while just one of them remained neutral. Therefore, it could be concluded that the
online shopping experience has further been facilitated with the help of social media
marketing.
Timeline
Main activities/ stages Month
February
Month
March
Month
April
Month
May
Month
June
Month
July
Selection of topic 
Collecting data from
secondary sources
 

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Constructing the research
layout

Literature review   
Development of research
Plan
 
Selection of Appropriate
Research Techniques
 
Primary data collection  
Analysis & Interpretation of
Data which are collected
 
Conclusion 
Development of Draft 
Final Work submission 

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